20twelve – Memphis Flyer

I’m so thankful to have worked on the cover feature story and fashion spread this week. To follow the spirit of many of the style sessions I’ve posted here, the spring fashion spread shows fashion through the portrait of a person and their true style. Twenty-something Memphian Leah-Claire Friddle Grawemeyer portrays herself in familiar and favorite places in Memphis, the places she grew up in. Here, we learn more about Leah with additional images to supplement the original spread.

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Leah and her family are no strangers to the world of fashion. In 2011, her family opened a few boutiques on South Main – Everleahs and Sir Samuels next to their restaurant Grawemeyers, which has now become South Main Sushi. The two boutiques have since transformed as well into a vintage store called Broken Arrow run by Leah’s sister Olivia Friddle. Growing up in the boutique business along with traveling to fashion meccas such as Paris, Milan, and Rome has broadened Leah’s style.

“I’ve seen so many different styles. I always remember them and their influences. Anyone from Brigitte Bardot to Cara Delevigne to Elizabeth Taylor are my influences. I always find something about each style that I like. Whether it’s a scarf or even their lipstick. Body language and confidence is all about style too. The way you present yourself is major. ‘Perception is reality,’” she says.

As far as her personal style favorites for spring, Leah talks tassels, leather, and looking naturally beautiful.

“One of my favorite things I’ve been seeing is wrap-around sandals with tassels. I always love a good western influence too. Modesty is back in. Mid length skirts with booties, half turtleneck shirts, and long sleeve chiffon tops. You don’t have to show a lot of skin to be sexy, but exposing your wrist and ankles are always good. Good leather bags are always a good staple and investment piece. Look for local leather makers and spend a little extra for one. I love lots and lots of rings. Put one on every finger and own it. Natural hair and makeup is always beautiful. Especially when you add a simple red lip. For spring, let your eyebrows go wild and bold. It’s a defining feature of your face and dark eyebrows are always slimming.”

Leah is an artist, musician, and student now working with the Lansky family in their various clothing store locations. With her love for music and recent focus on the banjo, Leah also volunteers her time at the Blues Foundation and Blues Hall of Fame.

“South Main is my community. My sense of belonging is here. Everyone knows everyone and that’s a great feeling,” Leah says.

Check out the issue on stands now and see the full outfit list with links below to the local shops and designers used in the feature.

Cover Photo at City & State
Shirt and Jeans – Lansky 126
Scarf – Local Designer Garner Blue, Stock & Belle

Rainy day with umbrella
Dress – Broken Arrow
Clutch – Lansky 126
Bracelet – Lesouque
Umbrella – American Apparel

Grand piano at South Main Sushi
Floral Dress – Stock & Belle
Cardigan – Lansky 126
Shoes (black pumps) – Lansky 126
Belt (Leather Tassel) – Lansky 126
Rings – Broken Arrow

At Broken Arrow
Graphic Top – Stock & Belle
Necklace – Local artist Nikkila Carroll, Stock & Belle
Jean skirt – Lansky 126
Bag – Lansky 126

On Stephanie
Shirt – Lansky 126
Jeans – Lansky 126

Under bridge at new mural in South Main
Shirt – local designer Tara Skelley of Dilettante Collection
Jeans – Lansky 126
Shoes (Brown strappy wedges) – Lansky 126
Purse – Broken Arrow

Blues Foundation Stairs
Top with Kimono Wrap – Stock & Belle
Shoes – Lansky 126
Scarf – Broken Arrow
Banjo – Model’s own

Blues Foundation Wall
Dress – 20twelve
Necklace – Lesouque
Shoes – Lansky 126
Kimono Top – Free People

Ernestine & Hazel’s upstairs
Top and Skirt – Stock & Belle
Necklaces – local designer Lauren Carlson of Question the Answer

Playing Pool at Ernestine & Hazel’s
Dress – Lansky 126
Hat – Model’s own

On Olivia
Dress – Stock & Belle

Bike and Flowers
Top – Broken Arrow
Skirt – Broken Arrow
Shoes – Lansky 126
Sunglasses – Lansky 126
Bag – Madewell
Bike – Midtown Bike

South Main intersection with trolley
Top (white fringe) – Lanky 126
Jeans – Lansky 126
Shoes (brown leather pumps) – Broken Arrow
Necklace – Lansky 126
Bag – City & State

20twelve opened its doors just last month in the Broad Avenue Arts District, an area that reminded owner Chantal Johnson of New York City’s meat packing district, which has been polished into an epicenter of fashion and culture.

“This area of town is so raw, full of self-starters,” Chantal says.

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“I wanted to take this nugget of Memphis and make it high-end and modern,” says Chantal. “I love that we’re already being called Barneys on Broad.”

The name 20twelve signifies the year that her idea of a high-end lifestyle store conceptualized, and from the beginning, she had intended to bring a piece of New York City to Memphis. The boutique’s aesthetic is a “cross between Louis Vuitton and Tom Ford” to properly showcase designer names not heard of in Memphis. Many of the emerging designers are in America and out of Europe. Getting them signed on for the 20twelve concept proved to be less of a challenge than Chantal expected.

Working with the Doneger Group to procure designers, Chantal found that the one major factor that helped enlist these designers, particularly international ones, was location. “’Memphis is the center of the country,’ they would say,” she explains. “They were so excited to hear my story and excited that their designs would be accessible to many major cities — St. Louis, New Orleans, Atlanta.”

As a lifestyle store, 20twelve carries clothing and accessories as well as home décor and furniture. Chantal, a graduate of the University of Memphis interior design program and admirer of designer Tom Ford who himself crossed over from architecture into fashion, discovered the empty storefront on Broad while looking for storage space for an interior design project.

She and her husband Jeff purchased the space knowing it was almost in disrepair and that ownership would allow them to transform the space however they wanted. With ample square footage beyond the storage space she needed, the building underwent a huge renovation to become a jewel box showcasing both her passions of fashion and design.

Chantal teamed up with local designers Graham Reese for the interior design and Ben Fant of Farmhouse Marketing for marketing and branding. Her personal design vision is clear, though, in the overall design and in the details, as she points to the dramatic Tom Dixon light pendants hanging by one of the many sets of mirrors. The sparkling interior bounces light from wall to floor to ceiling.

Other bold design elements include two large screens that show runway shows. Currently, Giambattista Valli, Ter et Bantine, Zero + Maria Cornejo, and behind-the-scenes make-up for fall 2014 shows in Paris are in the loop.

Between these two screens, a chandelier of seed-shaped glass lights by OCHRE are stationed above a long table that Chantal explains might become an afterhours dinner table. Though this idea is still forming, a catering kitchen built in the back of the space is ready for these future intimate dinner parties. As a way to connect with her customers and for Memphians to connect, Chantal hopes to inject as much activity and positivity into Broad Avenue as possible.

See more of the interiors and items they carry in the slideshow below.

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On Chantal
Blumarine silk shirt and 3×1 pony boy denim jeans both available at 20twelve

Brands They Carry
Ter Et Bantine,Hache, M. Patmos , Aeron, Stills, Plein Sud, Thakoon Addition, O2nd, Each x Other, Co, Zero+Maria Cornejo, Nili Lotan, 3×1 denim, Mother denim, Koral denim , Skin, Majestic Paris, Use Unused,Perrin Paris, Giambattista Valli, Carven, Cedric Charlier, Philosophy by Alberta Ferretti, Tom Dixon, Ochre, Jonathan Adler, Antica Farmicista, Pop Up Paris, Reece Hudson, Kelly Wearstler, Assouline, Tenues, MOMA. Brevity-the cuhttps://twitter.com/20twelveDesignstom Memphis necklace.

20twelve
2531 Broad Ave
Open Tuesday to Friday, 11am — 6pm. Saturday, 10am to 4pm.

20twelvedesign.com
www.facebook.com/20TwelveDesign
twitter.com/20twelveDesign